Head of Marketing - B2B

Your Reformer is a global Reformer Pilates specialist, powering high-performing gyms, studios, and fitness brands with premium, commercial-grade reformers. Trusted by leaders like Goodlife, Revo Fitness, World Gym, Fernwood, the Sydney Roosters and hundreds of independents worldwide, we deliver scalable equipment solutions for both commercial and home use, plus innovative digital products, from on-demand workouts to virtual studio experiences, that drive member engagement and revenue.Due to the further expansion and growth of the business, we are on the hunt for a strong marketing leader to join our team. The Head of Marketing – B2B is a leadership role responsible for shaping and driving the marketing strategy that supports Your Reformer’s commercial growth. This includes leading all marketing initiatives across B2B channels (equipment, digital, and wholesale), guiding the Marketing Manager – B2B, and collaborating with the broader leadership team to position Your Reformer as the premier partner for gyms, studios, and fitness brands globally. This also extends to the management from a marketing brand lense of our strategic Distribution partners.This role requires a strategic thinker who can also roll up their sleeves when necessary, blending creativity with commercial acumen. You will play a pivotal role in ensuring the marketing strategy not only generates leads and conversions, but also builds brand equity, fosters partnerships, and drives long-term market share growth.Key ResponsibilitiesStrategic Leadership Develop and own the B2B marketing strategy aligned with company objectives, including growth in AU, NZ, US and other international markets. Define positioning, messaging, and value propositions for B2B audiences across reformers, digital, and wholesale. Champion the annual and quarterly B2B marketing calendar, integrating campaign launches, events, and always-on activity. Set, monitor, and report on key B2B marketing KPIs including pipeline contribution, ROI on campaigns, and brand engagement metrics. Provide strategic insights into market opportunities, competitor activities, and customer needs to inform innovation and sales strategies. Lead strategic direction from a marketing perspective, the distribution partnerships globallyCampaign & Brand Management Oversee the planning and execution of integrated marketing campaigns, leveraging both digital and traditional channels. Direct the design and delivery of brand communications strategy for all B2B touchpoints (events, website, sales enablement, digital platforms). Ensure marketing collateral, digital assets, and communications consistently reflect Your Reformer’s brand standards. Manage and allocate the B2B marketing budget effectively, balancing long-term brand building with short-term commercial outcomes.People Leadership Directly manage, mentor, and develop the Marketing Manager – B2B, ensuring alignment of objectives, prioritisation of activities, and career development. Collaborate with cross-functional teams (Commercial Sales, Operations, Product Development, Software) to align efforts and maximise commercial success. Lead agency and supplier relationships, ensuring efficient use of resources and strong return on spend.Events & Partnerships Oversee the strategic selection, planning, and execution of expos and trade shows in AU, NZ, US and other key markets. Evaluate ROI of events and recommend where investments should be prioritised. Support partnership and pilot site marketing initiatives, ensuring effective communication and conversion opportunities.Skills & Qualifications 7+ years’ experience in senior marketing roles, ideally within lifestyle, wellness, fitness, or related sectors. Proven track record in B2B marketing leadership, including strategy development, campaign execution, and team management. Strong understanding of lead generation, customer acquisition, and account-based marketing. Excellent communication, presentation, and stakeholder engagement skills. Expertise in brand management, digital marketing, event marketing, and partner marketing. Data-driven mindset with strong skills in reporting, analytics, and measuring ROI. Proficiency in tools such as Adobe Creative Suite, Google Analytics, and project management software (e.g., Monday.com). Bachelor’s degree (or equivalent) in Marketing, Advertising, or Communications